Digital Marketing in Nigeria.

2015-09-13 | 7786 Print PDF

Digital Marketing in Nigeria.

INTERNET MARKETING IN NIGERIA OBJECTIVES.
Internet marketing is part and parcel of marketing in the 21st century, it has gain optimum recognition over a decade since it’s introduction into the marketing system, with search engine marketing coming in with a major breakthrough in this industry and then followed by social media marketing, this two giants of online marketing services have grown to become a formidable two side of the coin.

They both have made breakthroughs for other forms of marketing to spring up like subsidiaries form of marketing, eg content marketing which comprises of email, blogging, forum, article and social groups for communities. You also have the likes of video marketing, mobile marketing, cost per action, pay per clicks, cost per impressions, banner advertising, contextual advertisements and so many call to action mode of advertisement online, which now gain profound exposure thanks to the outreached and popularity of both social media and search engine sites have created for themselves.

All souring to the creation of new job opportunities and creations that are looked up to as professional post in small medium and big companies, eg seo specialist, social media manager, content strategist, Online reputation manager, etc.

INTERNET MARKETING FOCUS AIMs
a. Brand Awareness and Promotion
b. Generate and Sustain Customers
c. Improve Customer Product Behavior
d. Increase Product Sales Conversion
e. Increase Product Circulation and Distribution
f. Situation Analysis (feasibility studies, market research)
g. Competition Analysis "Branding"
h. Financial Analysis (Marketing cost, budget and returns on Investment using internet marketing)

PREAMBLE: ONLINE MARKETING IN NIGERIA
Why propose the use of digital Marketing in Nigeria for your business? Let’s kick off with this following case study using Nigeria as our guinea pig in this experiment. Nigeria is a third world country and is categorized has a developing country, if you take a literal survey about the country you will get to see how buoyant the use of internet is in the country, firstly the country is populated with over 180 million people and are ranked 7th most populous country in the world.
Their economy is one of the fastest growing too likewise the use of internet, the country do have less well educated professionals and more average learned person with respect to illiterates, so you can say they have got a fair mark for this case study.
So why will I deploy an interest in working on a strong trend of internet marketing development in this country?, well with the research carried out lately due to this date of writing I figure that by the year 2020 that this country will be very ripe for internet marketing take over, similar to their entertainment industry which has profound success over the years of its existence, if anything can best this record, Internet marketing definitely can.

Please read through the researched data below to help justify this claim:
RESEARCH ANALYSIS
INTERNET USAGE IN NIGERIA

(Records) Nigeria Internet Usage

Year (July 1)	Internet Users**	User Growth	New Users	Country Population	Population Change	Penetration (% of Pop. with Internet)	Country's Share of World Population	Country's Share of World Internet Users	Global Rank
2014*	67,101,452	16%	9,365,590	178,516,904	2.82%	37.59%	2.46%	2.30%	8
2013*	57,735,862	4%	2,229,563	173,615,345	2.83%	33.26%	2.42%	2.13%	8
2012	55,506,299	19%	8,826,250	168,833,776	2.83%	32.88%	2.38%	2.20%	8
2011	46,680,049	22%	8,350,181	164,192,925	2.81%	28.43%	2.35%	2.04%	10
2010	38,329,867	23%	7,253,663	159,707,780	2.78%	24.00%	2.31%	1.87%	10
2009	31,076,204	30%	7,094,603	155,381,020	2.76%	20.00%	2.27%	1.76%	10
2008	23,981,601	141%	14,017,018	151,208,080	2.73%	15.86%	2.24%	1.53%	15
2007	9,964,584	25%	2,017,720	147,187,353	2.70%	6.77%	2.21%	0.73%	19
2006	7,946,863	60%	2,992,743	143,314,909	2.67%	5.55%	2.17%	0.68%	19
2005	4,954,121	183%	3,204,983	139,585,891	2.64%	3.55%	2.14%	0.48%	19
2004	1,749,138	136%	1,008,744	135,999,250	2.60%	1.29%	2.11%	0.19%	20
2003	740,394	79%	326,278	132,550,146	2.57%	0.56%	2.08%	0.10%	20
2002	414,116	266%	300,836	129,224,641	2.56%	0.32%	2.06%	0.06%	20
2001	113,280	44%	34,540	126,004,992	2.55%	0.09%	2.03%	0.02%	20
2000	78,740	60%	29,563	122,876,727	2.54%	0.06%	2.01%	0.02%	20
* estimate Internet User = individual who can access the Internet at home, via any device type and connection. Source: Internet Live Stats** (www.InternetLiveStats.com) Elaboration of data by International Telecommunication Union (ITU), World Bank, and United Nations Population Division.

LEAD GENERATION WITH INTERNET MARKETING (CASE STUDY)
I will like to illustrate the potential of online marketing in Nigeria using the following data

INTERNET USAGE IN NIGERIA
INTERNET POPULATION: 45,039,711
GDP Per Capita: $2898

INTERNET MARKET POTENTIAL
GDP*Users/million: 105,469million
INTERNET ADVERTISING [ONLINE MARKETING]
MARKET SHARE IN NIGERIA
SEARCH ENGINES
Google - 88.47%
Yahoo - 5.85%
Bing - 4.42%
Ask jeeves - 0.88%
Mamma - 0.1%
SOURCE: mvfglobal.com

MOBILE USERS IN NIGERIA
TELECOM INDUSTRY - 99 Million active subscribers
Attestation: Nigerian Communication Commission (NCC)
SOURCE: cp-africa.com

With the mobile internet user grown into 93 Million this makes mobile marketing a gold mine in Nigeria both for sms and online marketing in nigeria.

SOURCE: Leadership.ng

source: tradingeconomics.com

SOCIAL MEDIA IN NIGERIA
FACEBOOK: 6,712,700 users
POSITION IN THE WORLD: 31st
FACEBOOK PENETRATION: 14.9%
SOURCE: socialbakers.com
TWITTER PENETRATION: 4.41%
POSITION IN AFRICA: 3rd
SOURCE: SEOWEBANALYST (nairaland.com)

TOP TEN MOST VISITED SITES IN NIGERIA

http://www.alexa.com/topsites/countries/NG
This is to simply showcase the usage of the internet among Nigerians and how well saturated the use of the web is with them, thus with Facebook and Google clearly taking the highest share in the competition list of search engines and also stating it’s vibrant possibilities for digital marketing in Nigeria, it’s no wonder why Google’s subsidiary local search site for Nigeria (google.com.ng) is ranking 273 in the world, with more effort driven to ensure the growth of this industry it is quite going to be a source for revenue and job creation to the populist in the future.

CONCLUSION
Our research has boldly detailed the capability of internet usage for marketing in Nigeria, thanks to the share of marketing audience it generates.

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Author

Olatunji Adetunji

I am a seo web analyst and have a love for anything online marketing. Have been able to perform researches using the built up internet marketing tool; seo web analyst as a case study and will be using the web marketing tool (platform).